Collaborations between luxury brands and the e-sports industry are becoming increasingly prevalent and show promising potential for the future. Following the partnership between Louis Vuitton and Riot Games, where they collaborated on designs for the popular e-sports game League of Legends, luxury fashion brand Gucci has also delved into the gaming world. Gucci recently announced an unprecedented association with the game Tennis Clash, introducing The Gucci Open, a virtual tournament, and an exclusive product line.
Gucci’s foray into the gaming sector doesn’t end there. The prestigious fashion house has now formed a closer relationship with FNATIC, a well-known British e-sports club. Members of the club were spotted in the front row of Gucci’s latest fashion show, solidifying the bond between the two entities. Forbes has recognized FNATIC as one of the top ten most profitable companies in the virtual sports industry in 2019, with an estimated revenue of $16 million. FNATIC has also partnered with other notable brands such as Champion and BMW.
One of the key highlights of the Gucci-FNATIC collaboration is the exclusive Gucci Dive watch. This limited edition timepiece features a distinctive two-tone design and prominently displays the Gucci logo. Fans can only purchase this exclusive watch on the Gucci.com website.
The luxury industry recognizes the immense potential of the e-sports market. With streaming platforms like Twitch and Bilibili breaking audience records during the lockdown, the world of e-sports and gaming as a whole have become significant markets for brands seeking to capture the attention of younger generations through innovative narrative strategies and communication platforms. According to a recent report by Newzoo, e-sports revenues are projected to exceed $1.1 billion by the end of 2020, marking a 15.7% increase compared to 2019.
For those interested in exploring the opportunities of e-sports within the luxury industry, the Salon du Luxe Paris 2020 platform is hosting an event on July 1st. Fibre Tigre, a renowned video game author and creator, will be delivering a talk on the subject. More information and registration details can be found on the event’s website.
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